With upcoming industry regulation requiring construction projects to achieve a certain ‘Global Warming Potential’ number, to support a reduction in carbon emissions, Firth has enlisted the help of Quantum Jump to amplify its offering with the construction industry.
The integrated digital and direct marketing campaign focuses on the overwhelming amount of numbers we are exposed to in our daily lives, featuring a photo essay by awarded photographer Leon Rose.
“Hitting your Carbon Number is going to be a critical ingredient of construction projects over the coming years, and we wanted to let the industry know that Firth can easily take this number and help them achieve their sustainability goals with the right low carbon concrete mix without them having to do the maths” says Firth’s Head of Marketing and Insight, PJ Morris.
“Quantum Jump have really elevated the idea of the number, in fact the many numbers that we deal with in our daily lives, and innovatively presented that the Carbon Number is one that you don’t have to worry about, we will take care of it for you” continued Morris.
“This has been a really fascinating project to work on and we’re really thrilled with the disruptive, category dissonant campaign that we’ve developed together with Firth. Focusing not on concrete or cement, but instead on the actual problem, which is numbers, this campaign is really visual and has lots of energy. Enlisting Leon’s expertise with the camera has also really elevated it and ensures the campaign feels very NZ too” commented Ben Goodale, Quantum Jump CEO.
The campaign rolls out through social, precision targeted video on demand across streaming platforms, and also a beautifully produced book featuring Leon’s photo essay which is being direct mailed to contacts within the construction industry.
“This is a really elegant way of getting the attention of architects and specifiers, giving them the information and background they need and showing that Firth have got their back and are ready to help them meet construction carbon targets” concluded Morris.
YouTube video: https://youtu.be/Yof1tJWQCOM
More information: www.firth.co.nz/lowcarbonconcrete
Fletcher Building Concrete Division (Firth)
PJ Morris – Head of Marketing and Insight, Concrete Division
Julietta Ayala – Digital & Brand Manager, Concrete Division
Wayne Pick – Creative Partner
Drew Ayers – Creative Partner
Scott Kelly – Copy
Kelly Elcock – Art Director
Justin Biddle – Digital & Production
Helen McGrath – Account Director
Jess Christie – Account Executive
Leon Rose – Photography
Craig Murray – Motion Graphics
Ben Goodale – CEO
Rebecca Lloyd – GM Media
Kali Pentecost – Senior Digital Strategist/Manager
Meet Brahmbhatt – Digital Performance Manager